I received some information fom the PR folks for the new book, CHOCOLATES ON THE PILLOW AREN’T ENOUGH by Jonathan Tisch. Mr. Tisch is Chairman and Chief Executive Officer of Loews Hotels and is also Co-Chairman of the Board and a member of the Office of the President of Loews Corporation, the hotel chain’s parent company and one of the largest diversified financial holding companies in the U.S. With his background, he certainly has the experience to talk about experience.
I haven't received my copy of the book yet, so I'll do a full review once I've had a chance to read it through. But they did send a Q&A with Mr. Tisch that covers a good overview of how he thinks. I like the case he makes for experience being for everyone, not just those in the hospitality industry. Many times, companies tend to look at the experience conversation and say "But that's not for me," and they're wrong. Having a compelling, authentic and relevant brand experience is a critical point of differentiation that helps companies thrive, not just survive.
So take a look at the Q&A below and I’ll post more once I’ve had a chance to read the book. I’m working to see if I can live blog from one of Mr. Tisch’s presentations, so if you have any questions you’d like to ask, drop me a note and I’ll see what I can do.
CHOCOLATES ON THE PILLOW AREN’T ENOUGH
Q&A WITH JONATHAN TISCH
Jonathan Tisch is chairman and CEO of Loews Hotels; chairman of the Travel Business Roundtable; a member of the Discover America Partnership Leadership Committee; and the author of Chocolates on the Pillow Aren’t Enough: Reinventing the Customer Experience. Below Jonathan discusses why creating an intimate, positive, and long lasting connection with customers is the key to success in any field.
How has the relationship between consumers and businesses changed from a generation ago?
The relationship between consumers and businesses has never been so fragile. With price sensitivity and customer skepticism at an all time high, old ways of creating customer loyalty have lost their impact. It’s no longer enough to just create a good product or service. You have to create meaningful connections with your customers by creating unique experiences. (Emphasis mine)
How does your experience in running Loews Hotels apply to other types of businesses and organizations?
In the hotel industry, the key to attracting life-long patrons is transforming customers into guests. This means behaving not like salespeople, but like hosts, with all the human qualities that implies – warmth, openness, generosity, welcome. Today, every organization needs to capture this spirit to build a growing fan base of loyal and appreciative patrons – especially at a time when customer loyalty is on the way out. (Emphasis mine)
Your book’s subtitle is “Reinventing the Customer Experience”. What do you mean by that?
Token chocolates on the pillow aren’t going to bring customers back. The way to stand out from the competition is to reinvent the customer experience…to give your customers something unexpected. Customers will embrace your brand enthusiastically if you find creative ways to make them feel special. (Emphasis mine)
In your book, you describe the “touchpoints” of the customer experience. Can you explain what a touchpoint is?
Your store entrance, your website, your call center, your direct mail – these are all examples of touchpoints. In other words, touchpoints are the points where your customer creates contact with your brand. Touchpoints are invaluable opportunities for you to connect with your customers and show them that you care.
You discuss the importance of creating customers who are happy to buy. How would an organization accomplish this?
Customer centric companies create experiences that make customers enthusiastically embrace your brand. In ‘n Out Burgers has a devoted following of customers who’ve become fans. Why? They created a secret menu that makes their customers feel like insiders. By making the customer experience even more enjoyable than the product, Build-a-Bear also has a fan base of customers that will enthusiastically come back for more.
How can the emphasis organizations now must devote to security translate into happier customers?
When companies give customers a sense of security they’ll feel protected, they’ll be put at ease, and they’ll gain your trust. What could be a better way to show your hospitality? Most consumers don’t think too much about safety when they shop at Target, but the store went out of its way to protect its customers by reinventing prescription drug packaging to avoid dangerous mistakes. These efforts will earn Target the trust of many customers for a lifetime.
Can you explain the concept of mass customization?
Mass customization is a way to market to the masses while making each individual customer feel like they are your only customer. Lands End does this with custom-fit clothing that can fit any size. Build-a-Bear does it by letting customers create their own teddy bears. There’s no better way than customization to make your customer feel special.
Your book has many examples of organizations that are embracing new approaches to the customer experience. You say “Lifestyle Centers” are taking the place of traditional malls. What are they and how are they different?
Lifestyle centers were recently invented by developers who listened to mall customers and tried to make a mall shopping experience more compatible with their lifestyles and preferences. They offer more outdoor spaces and parking near the stores you want so you can do in and out shopping instead of parking in huge lots and then wandering forever until you find the store you are looking for. It’s all an example of the customer-centric philosophy.
What was your inspiration for writing this book?
Every business audience that I speak to, no matter the industry, has told me that they have one main concern: declining customer loyalty. I felt that I could help address this problem with a book that shares the lessons I’ve learned from a lifetime in the hospitality industry. Everybody wins when you learn how to treat your customers or citizens like guests.
Can the concepts in your book apply beyond the business world?
A hospitality approach is relevant to all organizations including companies, non-profits, and government agencies. For example, the U.S. government wants to improve its image abroad right now. One of the first ways they can do so is to start treating international tourists like welcome guests.
Link: ConverStations: Chocolates on the Pillow: Delivering Big Aha's.
Link: Lessons from a hotel mogul - Today Books: Money - MSNBC.com.
Link: Jonathan Tisch Helps Reinvent the Customer Experience.
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